Making the most dutch

bycyle brand more relevant.

Client: Cortina Agency: Lemon Scented Tea Creative director: Jan Boch & Tim den Dam Creative: Felix Leenders Strategy: Bram Jansen Client Team: Joske den Engelsen, Director: Joep Knevel Production:  Freshmen Media Edit: Jeff Harmunanto & Mick Verkerk.

Insight: The bicycle isn't just a way to get around. In the Netherlands, it's an extension of your personality. People naturally make every ride their own, whether they're moving house, cycling in a gala dress or carrying a christmas tree. These wonderfully original moments are impossible to ignore and regularly become shared online.

Strategy: To make Cortina culturally relevant beyond beautiful bikes, we shifted the focus from the product to the people riding it. By embracing Dutch cycling culture and the individuality it represents, we gave the brand a long-term role in celebrating self-expression.

Results: We brought the brand platform Original As You to life with a simple copy construct: "Not everyone..." Every execution celebrated a recognisable piece of cycling culture, ending with a line that highlighted the rider's originality.